03/22/2023
Background
Individuals born in Generation Z (1997 – 2013) have been found to prefer beverages that are clean, sustainable, and healthy on a day-to-day basis. Gen Z has shown a large increase in refreshing and beneficial beverages such as water and tea for hydrating beverages. However, during summer, when many individuals in Generation Z are looking for a fun drink, they consume light, refreshing, and bubbly drinks such as hard seltzers or mocktails.
Current issue
The current issue for Pepsi Zero revolves around the idea that the soda industry is becoming less popular, regardless of healthy variations the industry offers. The growing popularity of healthy alternatives and light alcoholic beverages has pushed soda, including Pepsi Zero, into the background of the beverage industry. Further, when individuals think of using soda as a mixer for alcoholic drinks, those people think of Coca Cola and rum; a very popular alcoholic drink in Generation Z is a “Coke and rum”. In both regards, healthy alternatives, and alcoholic beverages, Pepsi Zero is falling behind.
Point of View
The point of view I have to offer Pepsi Zero in order to attract Gen Z drinkers for summer is to advertise Pepsi Zero as a mixer for rum. As many people choose Coca Cola as the primary alcoholic mixer for a “Coke and rum,” Pepsi needs to compete and set a new standard for soda-alcoholic beverages. Pepsi will be able to attract more Generation Z drinkers for the summer by advertising Pepsi Zero as the first choice for a cola and rum beverage.
